The Age of Advertising: There’s a Ford in Your Future! – Announcing the New 1946 Ford

This advertisement appeared in The New York Times some time in early to mid-1946.  As described at Wikipedia, “The Ford car was thoroughly updated in 1941, in preparation for a time of unpredictability surrounding World War II.  The 1941 design would continue in an aborted 1942 model year and would be restarted in 1946 and produced until 1948 when the more modern 1949 Fords were ready.  During the initial year of this car, it evolved considerably.” 

As befitting the year, the ad is direct, simple, and above all, optimistic.

It was found, at random, while reviewing the Times – “to see what I could see” – for news articles pertaining to the Second World War.  Of which, inevitably, there were many.

          Announcing the NEW
                     1946 FORD

*Smartest Ford ever built
*More new developments than most pre-war yearly models
*Greater economy
*Longer life
*New, finer performance – 100 h.p. V-8 engine 90 h.p. 6 cyl. engine
*Extra-big hydraulic brakes for quick, quiet stops
*New, full-cushioned ride

There’s a  in your future!

It’s not only the smartest Ford ever built, but in every way the finest.  Advancements everywhere you look.  Rich and roomy two-tone interiors…  Horsepower stepped up from 90 to 100 – plus still more over-all economy…  New performance and ease of handling…:  New springing for a full-cushioned, level ride.  Brakes are newly-designed, self-centering hydraulics, extra large for quick, smooth, quiet stops…  Around the block or across the country, here’s a car you’ll drive with pride – and constant pleasure.  FORD MOTOR COMPANY.

ON DISPLAY AT 54TH AND BROADWAY AND AT YOUR FORD DEALERS.

Go for a drive…

1941 Ford (manufactured in 1942, and then from 1946 to 1948)

The Age of Advertising: The 1955 Oldsmobile 88, and, Rocket 202 V-8 Engine – The Philadelphia Inquirer, December 14, 1954

Power and style, from the world of 1954: An ad for the venerable Oldsmobile 88.  

Most notable is the ad’s emphasis on the Rocket 202 engine, rather than the car itself, a depiction of which only occupies a small part of the “landscape”.  In a way that cleverly fits the 1950s cultural prominence of space exploration and atomic energy, the photo of the engine is surrounded by four ovals – or, orbitals? – which together – with a rocket superimposed on each orbital – symbolize an atom.  Or, “the” atom.  

I’ve transcribed the ad verbatim, right down to the addresses of the fifteen southeastern Pennsylvania (and one New Joisey) dealerships listed at the bottom.  Remarkably, even with the passage of 66 years, two of these locations still serve as auto dealerships: Sloane Toyota of Philadelphia, and Piazza Nisan of Ardmore.  Oogle street views reveal that any buildings at the other fifteen locations have either been converted into offices or warehouses or have been demolished, in the latter cases most often ironically leaving – what else? – parking lots. 

OLDSMOBILE
CONTINUES TO MAKE
HIGH-COMPRESSION
HISTORY!

ALL-AROUND NEW!

“ROCKET” 202

The engine that started an era is newer-than-ever for 1955!

Still in the lead…because it’s still making history!  It’s Oldsmobile’s new “Rocket” 202, backed by more miles – more owners – more experience – than any other high-compression engine!  Now it’s the “Rocket” to top all “Rockets”!  Horsepower is up to 202!  Compression climbs to an 8.5 1 ratio!  Torque reaches new highs – even for Oldsmobile!  And with power-contoured combustion chambers and a high-life camshaft, your toe-touch is translated instantly into the most thrilling action you’ve ever known!  It’s flashing new “Go-Ahead” power to match Oldsmobile’s dashing new “Go-Ahead” look!  Massive new front-end design, bold new fender lines, daring new “flying color” styling!  Come in soon.  Find out why this year, more than ever, it’s smart to make a date with an exciting, all-new “Rocket-8”!

OLDSMOBILE

“Make COURTESY Your Code of the Road”

DON’T MISS IT!  ANOTHER GALA OLDSMOBILE 90-MINUTE MUSICAL NBC-TV * DEC. 18

HENRY FAULKNER
1546 Cottman St.
Fl 2-4900
(Now Sloane Toyota of Philadelphia)

PHILADELPHIA MOTOR CAR CO.
1155 S. Broad St.
FU 9-4400

SELMI MOTORS, INC.
3222 N. Broad St.
BA 3-4600

FALL OLDSMOBILE, INC.
8416 Germantown Ave.
CH 7-4966

HARRY KROUSE OLDSMOBILE INC.
667 No. Broad St.
PO 5-6950

PLACHTER CADILLAC & OLDSMOBILE CO.
Frankford & Torresdale Aves.
DE 6-2311

WAYNE JUNCTION MOTORS, INC.
5521 Wayne Ave.
YI 8-1000

_________________________________________________________________

Ardmore … RAYMOND P. SCOTT, INC.
265 E. Lancaster Ave.
MI 2-2600
(Now Piazza Nisan of Ardmore)

Camden, N.J. … INGRAM MOTOR SALES CO.
2008 Federal St.
WO 4-0687

Drexel Hill … DAVE REESE OLDS., INC.
Township Line & Burmont Road
SH 8-0910

Upper Darby … SPECK CADILLAC-OLDSMOBILE, INC.
Garrett Rd. & Sansom St.
GR 6-1522

Bryn Mawr … DEL-MONT MOTORS INC.
635 Lancaster Ave.
LA 5-1600

Conshohocken … E.F. MOORE
12th Ave. & Fayette St.
4-0621

Hatboro … DELVAL MOTORS, INC.
York Rad
Osborne 5-9000

W. Collingswood Heights, N.J. … SELBROS MOTORS
117 Black Horse Pike
GL 6-0236

Jenkintown … H.L. PETERSON, INC.
707 Greenwood Ave.
MA 5-3210

Media … WHITAKER-BARRETT, INC.
340 W. Baltimore Ave.
Media 6-0100

______________________________

Go for a spin…

Oldsmobile 88

Oldsmobile (Division of General Motors)

Technonihilism 2023: That Hideous Strength, by C.S. Lewis (Clive Staples Lewis) – 1945

Here, in this house, you shall meet the first sketch of the real God.
It is a man — or a being made by man —
who will finally ascend the throne of the universe.
And rule forever.

__________

No, no; we want geldings and oxen.
There will never be peace and order and discipline so long as there is sex.
When man has thrown it away, then he will become finally governable.

__________

But the educated public, the people who read the highbrow weeklies,
don’t need reconditioning.
They’re all right already.
They’ll believe anything.

______________________________

What’s on a book is interesting (hey, that’s why this blog’s here!) but it’s what’s inside that really counts.  Some novels; some stories are so compelling that the message they present – whether explicitly or implicitly – demands acknowledgement; demands recognition; demands contemplation.  This is so regardless of a tale’s format, physical quality, or (sometimes being generous!) literary venue.  In some pulp fiction, there has been profundity.  In a few cheap paperbacks, there has been prescience.  And even in some works of mainstream fiction, there can be (on infrequent occasion!) meaning.  Such as, in the four examples below: Two pulps; a mainstream novel; a cheap paperback.  While they certainly merit notice of their cover art, it’s the commonality – expressed in different degrees of sophistication and style – of their understanding of the intersection between human nature, technology, and civilization, and the endurance of civilization, for which they should be recognized.

So, each post features images of the book or pulp’s cover art, followed by a whole, long, big bunch of excerpts.

Astounding Science Fiction – July, 1947 (Featuring “With Folded Hands…”, by Jack Williamson) [William Timmins]

The Temperature of Chaos: Galaxy Science Fiction – February, 1951 (Featuring “The Fireman”,  by Ray Bradbury) [Joseph A. Mugnaini; Chesley Bonestell]

The 14th Utopia: Player Piano, by Kurt Vonnegut, Jr. – August, 1952 [Charles Binger]

Year of Consent, by Kendell Foster Crossen – 1954 [Richard M. Powers]

______________________________

As for the above, so for the below: Given these four previous posts about the three books in C.S. Lewis’ Space Trilogy…

Out of the Silent Planet – 1956 (1938) [Everett Raymond Kinstler]

Out of the Silent Planet – 1965 (1938) [Everett Bernard Symancyk]

Perelandra – 1957 (1943) [Art Sussman]

Perelandra – 1965 (1943) [Bernard Symancyk]

That Hideous Strength (The Tortured Planet) – 1958 (1945) [Richard M. Powers]

That Hideous Strength – 1965 (1945) [Bernard Symancyk]

… some worthy quotes from That Hideous Strength, the trilogy’s final novel, follow below. 

But first…! 

here’s George Orwell’s review of the novel from the Manchester Evening News of August 16, 1945, published one day after Emperor Hirohito’s radio broadcast concerning the termination of WW II.  A strange and subtle synchronicity, eh?  Orwell’s opinion of Lewis’ novel is generally positive, but his criticisms of the magical and supernatural elements in the story are, I think, unwarranted and strangely naive, especially coming from a man of such shining literary skill and moral sensitivity.  (I recently finished The Road to Wigan Pier, and, Homage to Catalonia, both of which clearly reveal Orwell’s intellectual honesty, compassion, and political wisdom.)  After all, it was Lewis’ specific and deliberate intention – having successively “segued” from Out of the Silent Planet and Perelandra – to combine elements of science-fiction, fantasy, and the supernatural as a warning about the dangers of deification of the human intellect, the seductiveness of power – and especially the desire to feel that one is among a society’s elect, and, an entirely mechanistic view of reality. 

Here’s the review…

The Scientist Takes Over

(Reprinted as No. 2720 (first half) in The Complete Works of George Orwell, edited by Peter Davison, Vol. XVII (1998), pp. 250–251)

On the whole, novels are better when there are no miracles in them.  Still, it is possible to think of a fairly large number of worth-while books in which ghosts, magic, second-sight, angels, mermaids, and what-not play a part.

Mr. C.S. Lewis’s “That Hideous Strength” can be included in their number – though, curiously enough, it would probably have been a better book if the magical element had been left out.  For in essence it is a crime story, and the miraculous happenings, though they grow more frequent towards the end, are not integral to it.

In general outline, and to some extent in atmosphere, it rather resembles G.K. Chesterton’s “The Man Who Was Thursday.”

Mr. Lewis probably owes something to Chesterton as a writer, and certainly shares his horror of modern machine civilisation (the title of the book, by the way, is taken from a poem about the Tower of Babel) and his reliance on the “eternal verities” of the Christian Church, as against scientific materialism or nihilism.

His book describes the struggle of a little group of sane people against a nightmare that nearly conquers the world.  A company of mad scientists – or, perhaps, they are not mad, but have merely destroyed in themselves all human feeling, all notion of good and evil – are plotting to conquer Britain, then the whole planet, and then other planets, until they have brought the universe under their control.

All superfluous life is to be wiped out, all natural forces tamed, the common people are to be used as slaves and vivisection subjects by the ruling caste of scientists, who even see their way to conferring immortal life upon themselves.  Man, in short, is to storm the heavens and overthrow the gods, or even to become a god himself.

There is nothing outrageously improbable in such a conspiracy.  Indeed, at a moment when a single atomic bomb – of a type already pronounced “obsolete” – has just blown probably three hundred thousand people to fragments, it sounds all too topical.  Plenty of people in our age do entertain the monstrous dreams of power that Mr. Lewis attributes to his characters, and we are within sight of the time when such dreams will be realisable.

His description of the N.I.C.E. (National Institute of Co-ordinated Experiments), with its world-wide ramifications, its private army, its secret torture chambers, and its inner ring of adepts ruled over by a mysterious personage known as The Head, is as exciting as any detective story.

It would be a very hardened reader who would not experience a thrill on learning that The Head is actually – however, that would be giving the game away.

One could recommend this book unreservedly if Mr. Lewis had succeeded in keeping it all on a single level.  Unfortunately, the supernatural keeps breaking in, and it does so in rather confusing, undisciplined ways.  The scientists are endeavouring, among other things, to get hold of the body of the ancient Celtic magician Merlin, who has been buried – not dead, but in a trance – for the last 1,500 years, in hopes of learning from him the secrets of pre-Christian magic.

They are frustrated by a character who is only doubtfully a human being, having spent part of his time on another planet where he has been gifted with eternal youth.  Then there is a woman with second sight, one or two ghosts, and various superhuman visitors from outer space, some of them with rather tiresome names which derive from earlier books of Mr. Lewis’s.  The book ends in a way that is so preposterous that it does not even succeed in being horrible in spite of much bloodshed.

Much is made of the fact that the scientists are actually in touch with evil spirits, although this fact is known only to the inmost circle.  Mr. Lewis appears to believe in the existence of such spirits, and of benevolent ones as well.  He is entitled to his beliefs, but they weaken his story, not only because they offend the average reader’s sense of probability but because in effect they decide the issue in advance.  When one is told that God and the Devil are in conflict one always knows which side is going to win.  The whole drama of the struggle against evil lies in the fact that one does not have supernatural aid.  However, by the standard of the novels appearing nowadays this is a book worth reading.

______________________________
 

This post concludes with a bunch of references to commentary about and discussion of the novel, the most recent of which are N.S. Lyons’ profound “A Prophecy of Evil: Tolkien, Lewis, and Technocratic Nihilism” – also available in podcast form via Audyo – and Rusty Reno’s “That Haunting Nihilism“.  (Admittedly, the very title of Lyons’ post inspired the leading word in this post’s title: Technonihilism.  One must give credit where credit’s due!)  

______________________________

But First, Some Thing to Watch

So, to (try!) to begin on a note of levity, what better way than to poke fun at science scientism than by Thomas Dolby’s “She Blinded Me With Science” (Official Video – HD Remaster – April 15, 2009), at Thomas Dolby Official?    

After all, humor may be the refuge of the powerless, but it is a refuge nonetheless.

______________________________

 And so, some quotes:

______________________________

The most controversial business before the College Meeting
was the question of selling Bragdon Wood.
The purchaser was the N.I.C.E., the National Institute of Co-ordinated Experiments.
They wanted a site for the building which would house this remarkable organisation.
The N.I.C.E. was the first fruits of that constructive fusion between the state and the laboratory
on which so many thoughtful people base their hopes of a better world. (23)

______________________________

Jewel had been already an old man in the days before the first war
when old men were treated with kindness,
and he had never succeeded in getting used to the modern world. (28)

______________________________

“And what do you think about it, Studdock?” said Feverstone.

“I think,” said Mark, “that James touched on the most important point
when he said that it would have its own legal staff and its own police.
I don’t give a fig for Pragmatometers and sanitation de luxe.
The real thing is that this time we’re going to get science applied to social problems
and backed by the whole force of the state,
just as war has been backed by the whole force of the state in the past.
One hopes, of course, that it’ll find out more than the old free-lance science did;
but what’s certain is that it can do more.” (38)

______________________________

“But it is the main question at the moment:
which side one’s on – obscurantism or Order.
It does really look as if we now had the power to dig ourselves in as a species
for a pretty staggering period, to take control of our own destiny.
If Science is really given a free hand it can now take over the human race
and re-condition it:
make man a really efficient animal. If it doesn’t – well, we’re done.” (40-41)

______________________________

“It’s the real thing at last.
A new type of man; and it’s people like you who’ve got to begin to make him.”

“The practical point is that you and I don’t like being pawns, and we do rather like fighting – especially on the winning side.”

“And what is the first practical step?”

“Yes, that’s the real question.
As I said, the interplanetary problem must be left on the side for the moment.
The second problem is our rivals on this planet.
I don’t mean only insects and bacteria.
There’s far too much life of every kind about, animal and vegetable.
We haven’t really cleared the place yet.
First we couldn’t;
and then we had aesthetic and humanitarian scruples;
and we still haven’t short-circuited the question of the balance of nature.
All that is to be gone into. The third problem is Man himself.”

“Go on. This interests me very much.”

“Man has got to take charge of Man.
That means, remember, that some men have got to take charge of the rest –
which is another reason for cashing in on it as soon as you can.
You and I want to be the people who do the taking charge,
not the ones who are taken charge of. Quite.”

“What sort of things have you in mind?”

“Quite simple and obvious things, at first –
sterilization of the unfit,
liquidation of backward races (we don’t want any dead weights),
selective breeding.
Then real education, including pre-natal education.
By real education I mean one that has no ‘take-it-or-leave-it’ nonsense.
A real education makes the patient what it wants infallibly:
whatever he or his parents try to do about it.
Of course, it’ll be mainly psychological at first.
But we’ll get on to biochemical conditioning in the end and direct manipulation of the brain…”

“But this is stupendous, Feverstone.”

“It’s the real thing at last.
A new type of man; and it’s people like you who’ve got to begin to make him.” (42)

______________________________

“Is there, do you think, anything very seriously wrong with me?”

“There is nothing wrong with you,” said Miss Ironwood.

“You mean it will go away?”

“I have no means of telling. I should say probably not.”

Disappointment shadowed Jane’s face.
“Then – can’t anything be done about it?
They were horrible dreams – horribly vivid, not like dreams at all.”

“I can quite understand that.”

“Is it something that can’t be cured?”

“The reason you cannot be cured is that you are not ill.” (64)

______________________________

“But what is this all about?” said Jane
“I want to lead an ordinary life.
I want to do my own work.
It’s unbearable!
Why should I be selected for this horrible thing?”

“The answer to that is known only to authorities much higher than myself.” (66)

______________________________

“I happen to believe that you can’t study men;
you can only get to know them, which is quite a different thing.
Because you study them,
you want to make the lower orders govern the country and listen to classical music,
which is balderdash.
You also want to take away from them everything which makes life worth living at
not only from them but from everyone except a parcel of prigs and professors.” (71)

______________________________

They walked about that village for two hours
and saw with their own eyes all the abuses and anachronisms they came to destroy.
They saw the recalcitrant and backward labourer and heard his views on the weather.
They met the wastefully supported pauper in the person of an old man
shuffling across the courtyard of the almshouses to fill a kettle,
and the elderly rentier (to make matters worse, she had a fat old dog with her)
in earnest conversation with the postman.
It made Mark feel as he were on a holiday,
for it was only on holidays that he had ever wandered about an English village.
For that reason he felt pleasure in it.
It did not quite escape him that the face of the backward labourer
was rather more interesting than Cosser’s
and his voice a great deal more pleasing to the ear.
The resemblance between the elderly rentier and Aunt Gilly
(When had he last thought of her? Good Lord, that took one back.)
did make him understand how it was possible to like that kind of person.
All this did not in the least influence his sociological convictions.
Even if he had been free from Belbury and wholly unambitious,
it could not have done so,
for his education had had the curious effect
of making things that he read and wrote more real to him than things he saw.
Statistics about agricultural labourers were the substance;
any real ditcher, ploughman, or farmer’s boy, was the shadow.
Though he had never noticed it himself, he had a great reluctance, in his work,
ever to use such words as “man” or “woman,”
He preferred to write about “vocational groups,” “elements,” “classes” and “populations”:
for, in his own way, he believed as firmly as any mystic
in the superior reality of the things that are not seen. (87)

______________________________

“Why you fool, it’s the educated reader who can be gulled.
All our difficulty comes with the others.
When did you meet a workman who believes the papers?
He takes it for granted that they’re all propaganda and skips the leading articles.
He buys his paper for the football results
and the little paragraphs about girls falling out of windows and corpses found in May-fair flats.
He is our problem.
We have to recondition him.
But the educated public, the people who read the highbrow weeklies,
don’t need reconditioning.
They’re all right already.
They’ll believe anything.”

“Don’t you understand anything?
Isn’t it absolutely essential to keep a fierce Left and a fierce Right,
both on their toes and each terrified of the other?
That’s how we get things done.
Any opposition to the N.I.C.E.
is represented as a Left racket in the Right papers and a Right racket in the Left papers.
If it’s properly done, you get each side outbidding the other in support of us —
to refute the enemy slanders.
Of course we’re non-political. The real power always is.”

“I don’t believe you can do that,” said Mark.
“Not with the papers that are read by educated people.”

“That shows you’re still in the nursery, lovey,” said Miss Hardcastle.
“Haven’t you yet realised that it’s the other way round?”

“How do you mean?”

“Why you fool, it’s the educated reader who can be gulled.
All our difficulty comes with the others.
When did you meet a workman who believes the papers?
He takes it for granted that they’re all propaganda and skips the leading articles.
He buys his paper for the football results
and the little paragraphs about girls falling out of windows and corpses found in May-fair flats.
He is our problem.
We have to recondition him.
But the educated public, the people who read the highbrow weeklies,
don’t need reconditioning.
They’re all right already.
They’ll believe anything.”

“As one of the class you mention,” said Mark with a smile, “I just don’t believe it.”

“Good Lord!” said the Fairy, “where are your eyes?
Look at what the weeklies have got away with!
Look at the Weekly Question.
There’s a paper for you.
When Basic English came in simply as the invention of a free-thinking Cambridge don,
nothing was too good for it;
as soon as it was taken up by a Tory Prime Minister it became a menace to the purity of our language. And wasn’t the Monarchy an expensive absurdity for ten years?
And then, when the Duke of Windsor abdicated,
didn’t the Question go all monarchist and legitimist for about a fortnight?
Did they drop a single reader?
Don’t you see that the educated reader can’t stop reading the high-brow weeklies whatever they do? He can’t.
He’s been conditioned.” (99-100)

______________________________

Stone had the look which Mark had often seen before in unpopular boys or new boys at school,
in “outsiders” at Bracton —
the look which was for Mark the symbol of all his worst fears,
for to be one who must wear that look was, in his scale of values, the greatest evil.
His instinct was not to speak to this man Stone.
He knew by experience how dangerous it is to be friends with a sinking man
or even to be seen with him:
you cannot keep him afloat and he may pull you under.
But his own craving for companionship was now acute,
so that against his better judgment he smiled a sickly — smile and said “Hullo!” (109)

______________________________

The least satisfactory member of the circle in Mark’s eyes was Straik.
Straik made no effort to adapt himself to the ribald and realistic tone in which his colleagues spoke.
He never drank nor smoked.
He would sit silent,
nursing a threadbare knee with a lean hand
and turning his large unhappy eyes from one speaker to another,
without attempting to combat them or to join in the joke when they laughed.
Then — perhaps once in the whole evening — something said would start him off:
usually something about the opposition of reactionaries in the outer world
and the measures which the N.I.C.E. would take to deal with it.
At such moments he would burst into loud and prolonged speech,
threatening,
denouncing,
prophesying.
The strange thing was that the others neither interrupted him nor laughed.
There was some deeper unity between this uncouth man and them
which apparently held in check the obvious lack of sympathy,
but what it was Mark did not discover.
Sometimes Straik addressed him in particular,
talking, to Mark’s great discomfort and bewilderment, about resurrection.
“Neither a historical fact nor a fable, young man,” he said, “but a prophecy.
All the miracles — shadows of things to come.
Get rid of false spirituality.
It is all going to happen, here in this world, in the only world there is.
What did the Master tell us?
Heal the sick, cast out devils, raise the dead.
We shall.
The Son of Man — that is, Man himself, full grown — has power to judge the world —
to distribute life without end, and punishment without end.
You shall see. Here and now.”
It was all very unpleasant. (128)

______________________________

The poster was created by John Paul Cokes and is among several conceptual illustrations for That Hideous Strength that can be viewed at Behance.  He’s also created a great series of stylistically similar illustrations for Alfred Bester’s The Stars My Destination, which – like That Hideous Strength; like so many other works of science fiction and fantasy (A.E. van Vogt, anyone?) – have long merited wokeless transfer from the printed page to screen.   

______________________________

“It was not his fault,” she said at last.
“I suppose our marriage was just a mistake.”

The Director said nothing.

“What would you — what would the people you are talking of — say about a case like that?”

“I will tell you if you really want to know,” said the Director.

“Please,” said Jane reluctantly.

“They would say,” he answered, “that you do not fail in obedience through lack of love,
but have lost love because you never attempted obedience.”

Something in Jane that would normally have reacted to such a remark with anger or laughter
was banished to a remote distance (where she could still, but only just, hear its voice)
by the fact that the word Obedience —
but certainly not obedience to Mark —
came over her, in that room and in that presence,
like a strange oriental perfume, perilous, seductive, and ambiguous…

“Stop it!” said the Director, sharply.

Jane stared at him, open mouthed.
There were a few moments of silence during which the exotic fragrance faded away.

“You were saying, my dear?” resumed the Director.

“I thought love meant equality,” she said, “and free companionship.”

“Ah, equality!” said the Director.
“We must talk of that some other time.
Yes, we must all be guarded by equal rights from one another’s greed,
because we are fallen.
Just as we must all wear clothes for the same reason.
But the naked body should be there underneath the clothes,
ripening for the day when we shall need them no longer.
Equality is not the deepest thing, you know.”

“I always thought that was just what it was.
I thought it was in their souls that people were equal.”

“You were mistaken,” said he gravely.
“That is the last place where they are equal.
Equality before the law, equality of incomes — that is very well.
Equality guards life; it doesn’t make it.
It is medicine, not food.
You might as well try to warm yourself with a blue-book.”

“But surely in marriage… ?”

“Worse and worse,” said the Director.
“Courtship knows nothing of it; nor does fruition.
What has free companionship to do with that?
Those who are enjoying something, or suffering something together, are companions.
Those who enjoy or suffer one another, are not.
Do you not know how bashful friendship is?
Friends — comrades — do not look at each other. Friendship would be ashamed…”

“I thought,” said Jane and stopped.

“I see,” said the Director.
“It is not your fault.
They never warned you.
No one has ever told you that obedience — humility — is an erotic necessity.
You are putting equality just where it ought not to be.
As to your coming here, that may admit of some doubt.
For the present, I must send you back.
You can come out and see us.
In the meantime, talk to your husband and I will talk to my authorities.” (147-148)

______________________________

No, no; we want geldings and oxen.
There will never be peace and order and discipline so long as there is sex.
When man has thrown it away, then he will become finally governable.

“At present, I allow, we must have forests, for the atmosphere.
Presently we find a chemical substitute.
And then, why any natural trees?
I foresee nothing but the art tree all over the earth.
In fact, we clean the planet.”

“Do you mean,” put in a man called Gould, “that we are to have no vegetation at all?”

“Exactly. You shave your face: even, in the English fashion, you shave him every day.
One day we shave the planet.”

“I wonder what the birds will make of it?”

“I would not have any birds either.
On the art tree I would have the art birds all singing when you press a switch inside the house.
When you are tired of the singing you switch them off.
Consider again the improvement.
No feathers dropped about, no nests, no eggs, no dirt.”

“It sounds,” said Mark, “like abolishing pretty well all organic life.”

“And why not? It is simple hygiene.
Listen, my friends.
If you pick up some rotten thing and find this organic life crawling over it,
do you not say, ‘Oh, the horrid thing. It is alive,’ and then drop it?”

“Go on,” said Winter.

“And you, especially you English, are you not hostile to any organic life except your own
on your own body?
Rather than permit it you have invented the daily bath.”

“That’s true.”

“And what do you call dirty dirt? Is it not precisely the organic?
Minerals are clean dirt.
But the real filth is what comes from organisms —
sweat, spittles, excretions.
Is not your whole idea of purity one huge example?
The impure and the organic are interchangeable conceptions.”

“What are you driving at, Professor?” said Gould.
“After all we are organisms ourselves.”

“I grant it. That is the point. In us organic life has produced Mind.
It has done its work.
After that we want no more of it.
We do not want the world any longer furred over with organic life,
like what you call the blue mould —
all sprouting and budding and breeding and decaying.
We must get rid of it.
By little and little, of course.
Slowly we learn how.
Learn to make our brains live with less and less body:
learn to build our bodies directly with chemicals,
no longer have to stuff them full of dead brutes and weeds.
Learn how to reproduce ourselves without copulation.”

“I don’t think that would be much fun,” said Winter.

“My friend, you have already separated the Fun, as you call it, from fertility.
The Fun itself begins to pass away.
Bah! I know that is not what you think.
But look at your English women. Six out of ten are frigid, are they not? You see?
Nature herself begins to throw away the anachronism.
When she has thrown it away, then real civilisation becomes possible.
You would understand if you were peasants.
Who would try to work with stallions and bulls?
No, no; we want geldings and oxen.
There will never be peace and order and discipline so long as there is sex.
When man has thrown it away, then he will become finally governable.” (172-173)

______________________________

“The world I look forward to is the world of perfect purity.
The clean mind and the clean minerals.
What are the things that most offend the dignity of man?
Birth and breeding and death.
How if we are about to discover that man can live without any of the three?” (174) Filostrato

______________________________

Nature is the ladder we have climbed up by, now we kick her away.

“For the moment, I speak only to inspire you.
I speak that you may know what can be done: what shall be done here.
This Institute — Dio mio, it is for something better than housing and vaccinations
and faster trains and curing the people of cancer.
It is for the conquest of death: or for the conquest of organic life, if you prefer.
They are the same thing.
It is to bring out of that cocoon of organic life which sheltered the babyhood of mind the New Man,
the man who will not die,
the artificial man,
free from Nature.
Nature is the ladder we have climbed up by, now we kick her away.” (177)

______________________________

Here, in this house, you shall meet the first sketch of the real God.
It is a man — or a being made by man —
who will finally ascend the throne of the universe.
And rule forever.

“You are frightened?” said Filostrato.
“You will get over that.
We are offering to make you one of us.
Ahi — if you were outside, if you were mere canaglia you would have reason to be frightened.
It is the beginning of all power.
He lives forever.
The giant time is conquered.
And the giant space — he was already conquered too.
One of our company has already travelled in space.
True; he was betrayed and murdered and his manuscripts are imperfect:
we have not yet been able to reconstruct his space ship.
But that will come.”

“It is the beginning of Man Immortal and Man Ubiquitous,” said Straik.
“Man on the throne of the universe. It is what all the prophecies really meant.”

“At first, of course,” said Filostrato, “the power will be confined to a number —
a small number — of individual men.
Those who are selected for eternal life.”

“And you mean,” said Mark, “it will then be extended to all men?”

“No,” said Filostrato. “I mean it will then be reduced to one man.
You are not a fool, are you, my young friend?
All that talk about the power of Man over Nature —
Man in the abstract —
is only for the canaglia.
You know as well as I do that Man’s power over Nature means the power of some men over other men with Nature as the instrument.
There is no such thing as Man — it is a word.
There are only men.
No! It is not Man who will be omnipotent, it is some one man, some immortal man.
Alcasan, our Head, is the first sketch of it.
The completed product may be someone else.
It may be you. It may be me.”

“A king cometh,” said Straik,
“who shall rule the universe with righteousness and the heavens with judgment.
You thought all that was mythology, no doubt.
You thought because fables had clustered about the phrase, ‘Son of Man,’
that Man would never really have a son who will wield all power. But he will.”

“I don’t understand, I don’t understand,” said Mark.

“But it is very easy,” said Filostrato.
“We have found how to make a dead man live.
He was a wise man even in his natural life.
He lives now forever; he gets wiser.
Later, we make them live better —
for at present, one must concede, this second life is probably not very agreeable to him who has it.
You see?
Later we make it pleasant for some — perhaps not so pleasant for others.
For we can make the dead live whether they wish it or not.
He who shall be finally king of the universe can give this life to whom he pleases.
They cannot refuse the little present.”

“And so,” said Straik, “the lessons you learned at your mother’s knee return.
God will have power to give eternal reward and eternal punishment.”

“God?” said Mark. “How does He come into it? I don’t believe in God.”

“But, my friend,” said Filostrato, “does it follow that because there was no God in the past
that there will be no God also in the future?”

“Don’t you see,” said Straik,
“that we are offering you the unspeakable glory of being present at the creation of God Almighty?
Here, in this house, you shall meet the first sketch of the real God.
It is a man — or a being made by man —
who will finally ascend the throne of the universe.
And rule forever.” (178-179)

______________________________

One of Ransom’s greatest difficulties in disputing with MacPhee
(who consistently professed to disbelieve the very existence of the eldils)
was that MacPhee made the common, but curious assumption that —
if there are creatures wiser and stronger than man
they must be forthwith omniscient and omnipotent.
In vain did Ransom endeavour to explain the truth.
Doubtless, the great beings who now so often came to him
had power sufficient to sweep Belbury from the face of England
and England from the face of the globe;
perhaps, to blot the globe itself out of existence.
But no power of that kind would be used.
Nor had they any direct vision into the minds of men.
It was in a different place, and approaching their knowledge from the other side,
that they had discovered the state of Merlin:
not from inspection of the thing that slept under Bragdon Wood,
but from observing a certain unique configuration in that place
where those things remain that are taken off thine’s mainroad,
behind the invisible hedges, into the unimaginable fields.
Not all the times that are outside the present are therefore past or future.

It was this that kept the Director wakeful, with knitted brow,
in the small cold hours of that morning when the others had left him.
There was no doubt in his mind now that the enemy had bought Bragdon to find Merlin:
and if they found him they would re-awake him.
The old Druid would inevitably cast his lot with the new planners —
what could prevent his doing so?
A junction would be effected between two kinds of power
which between them would determine the fate of our planet.
Doubtless that had been the will of the dark eldils for centuries.
The physical sciences, good and innocent in themselves, had already, even in Ransom’s own time,
begun to be warped, had been subtly manoeuvred in a certain direction.
Despair of objective truth had been increasingly insinuated into the scientists;
indifference to it, and a concentration upon mere power, had been the result.
Babble about the élan vital and flirtations with panpsychism
were bidding fair to restore the Anima Mundi of the magicians.
Dreams of the far future destiny of man
were dragging up from its shallow and unquiet grave the old dream of Man as God.
The very experiences of the dissecting room and the pathological laboratory
were breeding a conviction that
the stilling of all deepset repugnances was the first essential for progress.
And now, all this had reached the stage
at which its dark contrivers thought they could safely begin to bend it back
so that it would meet that other and earlier kind of power.
Indeed they were choosing the first moment at which this could have been done.
You could not have done it with Nineteenth-Century scientists.
Their firm objective materialism would have excluded it from their minds;
and even if they could have been made to believe,
their inherited morality would have kept them from touching dirt.
MacPhee was a survivor from that tradition.
It was different now.
Perhaps few or none of the people at Belbury knew what was happening;
but once it happened, they would be like straw in fire.
What should they find incredible, since they believed no longer in a rational universe?
What should they regard as too obscene,
since they held that all morality
was a mere subjective by-product of the physical and economic situations of men?

______________________________

______________________________

Other Things to Ponder

Some Things to Read

C.S. Lewis on Mere Science, by M.D. Aeschliman, at First Things, October, 1998

A Century in Books – An Anniversary Symposium, by Various Authors, at First Things, March, 2000

George Orwell’s Review of That Hideous Strength by C.S. Lewis, at Amor Mundi (Dale Carrico), February 3, 2009

Lewis vs Haldane, by David Foster, at Chicago Boyz, September 16, 2009

The More You Want, by Tom Gilson, at First Things, February 22, 2012

Ideology, Institutions, and Modern Science, by Joseph Knippenberg, at First Things, December 19, 2012

Book Review: That Hideous Strength, by C S Lewis, by David Foster, at Chicago Boyz, July 24, 2014

Good and Evil in C.S. Lewis’ Space Trilogy, by Dr. Pedro Blas González, at NewEnglishReviewDecember 2, 2020

Brave New World?  1984?  No, CS Lewis’s That Hideous Strength is the Novel That Best Predicted Today’s World, by David Marshall, at Stream.org, September 4, 2021

Medical Mandates: A Hideous Strength, by David Solway, at Pajamas Media, September 12, 2021

A Prophecy of Evil: Tolkien, Lewis, and Technocratic Nihilism“, by N.S. Lyons, at The Upheaval, November 15, 2022

The Military-Industrial Complex Doesn’t Run Washington“, by N.S. Lyons, at The Upheaval, January 12, 2023

That Haunting Nihilism, by Rusty R. Reno, at First Things, January, 2023

Some Things to Hear

A Prophecy of Evil: Tolkien, Lewis, and Technocratic Nihilism (Old Version)”, at TheUpheaval (audyo.ai/theupheaval) (A little fast, but still audible!)

A Prophecy of Evil: Tolkien, Lewis, and Technocratic Nihilism“, at TheUpheaval (audyo.ai/theupheaval)  (As above!)

The Military-Industrial Complex Doesn’t Run Washington: Something else does“, at  TheUpheaval (audyo.ai/theupheaval) (As above doubly!)

 

Year of Consent, by Kendell Foster Crossen – 1954 [Richard M. Powers]

SECURITY
A.D.
1990

“It is only 36 years from now.
The streets, the buildings, the fields look just as they do today.
And the people look the same
– until you get close enough to see the bland, vacant stare in their eyes,
to hear the empty, guarded quality of their voices.”

______________________________________

“His faith was the faith of a Torquemada backed by science.”

____________________

The imagination of the future comes in many guises.  

Among the most compelling are five twentieth-century novels that, despite the marked differences in their literary styles, plot, and characters, are stunning examples of world-building. All are chillingly crisp depictions of totalitarianism built upon a foundation of technology and bureaucracy, and ultimately, sociological persuasion, manipulation, and control.

1984, by George Orwell
Brave New World, by Aldous Huxley
Fahrenheit 451 (based on The Fireman) by Ray Bradbury
We, by Evgeniy Zamyatin
Utopia 14 (alternate title Player Piano), by Kurt Vonnegut, Jr.

There are innumerable other works in this vein, particularly in the realm of science-fiction, which have received (or merited?!) far less attention, but which are still compelling in their own right. One of these is Kendell Foster Crossen’s 1954 Year of Consent which, despite not being of the same literary standard as the above-mentioned works, has proven to be eerily relevant to the United States, and perhaps “the world”, of 2021.  A Dell paperback, you can read David Foster’s insightful 2021 review – I recommend it highly! – at ChicagoBoyz, and three brief comments (with middling ratings; oh, well!) at GoodReads.

To quote David Foster’s post:

The story is set in the then-future year of 1990.  The United States is still nominally a democracy, but the real power lies with the social engineers…sophisticated advertising & PR men…who use psychological methods to persuade people that they really want what they are supposed to want.  (Prefiguring “nudging”)  The social engineers are aided in their tasks by a giant computer called Sociac (500,000 vacuum tubes! 860,000 relays!) and colloquially known as ‘Herbie.’  The political system now in place is called Democratic Rule by Consent.  While the US still has a President, he is a figurehead and the administration of the country is actually done by the General Manager of the United States….who himself serves at the pleasure of the social engineers.  The social engineers work in a department called ‘Communications’, which most people believe is limited to such benign tasks as keeping the telephones and the television stations in operation.  Actually, its main function is the carrying out of influence operations.

…and…

Year of Consent can’t be called great literature, on a par with 1984 or Brave New World, but it projects a future which is perhaps closer to the immediate threats facing American liberty in 2020 than do either of those two other novels.

Aside from Crossen’s prescience, in purely artistic terms, Dell’s paperback is an unusual example of the art of illustrator Richard Powers.  Unlike as in the overwhelming majority of his compositions, Powers created a painting that is both symbolic and realistic.  In the background, kind of Matrix-like, a citizen is embedded in and connected to electronic circuits, her hands and feet fused into or hidden by a tapestry of wire junctions, even as her head and torso are surrounded by a translucent container.

However…  Protagonist Gerald Leeds an his girlfriend Nancy are neither stylized nor abstract nor – as in so many of Powers’ 1950s paintings – diminutively symbolic: They’re depicted in complete and dramatic realism as they flee from “Herbie”. 

____________________

She and her smartphone are one!

____________________

As far as the appearance of Gerald Leeds, could he have been modeled after Powers himself, as in this self-portrait from Bill & Sue-On Hillman’s ERBZine?  (Just a thought.)

____________________

SECURITY A.D. 1990

It is only 36 years from now.  The streets, the buildings, the fields look just as they do today.  And the people look the same – until you get close enough to see the bland, vacant stare in their eyes, to hear the empty, guarded quality of their voices.

They are victims of a gigantic con game.  Free will, the right of dissent have been washed away in a sea of slogans coined by the public-relations manipulators who have taken over the government.  The rare ones who momentarily forget they are no longer individuals have their symptoms recorded by an enormous mechanical brain in Washington.  The real dissenters, the incorrigible rebels, have their “sickness” cured by a simple surgical operation…

This is the year of consent.  And this is the story of a man who fought back.

____________________

____________________

Some quotes from the novel. 

Or, are they aspects of our reality?

____________________

Never has there been more freedom anywhere than in America today.
We’ve done away with police and even prisons.
Crime has been almost wiped out since we recognized it as a social disease.
We’ve done away with poverty.
There are fewer restrictions on people than ever before in the history of mankind.
For the first time they’re really free.

Gerald reflects:

Even if it hadn’t been dangerous, I wouldn’t have argued with him.
He believed what he was saying.
His faith was the faith of a Torquemada backed by science.
There was no way to make him see
that the social engineers had taken away only one freedom,
but that it was the ultimate freedom –
the right to choose.
Everything…was decided for them and then they were conditioned to want it.

____________________

“Why even the great Lenin said,
“It is true that liberty is precious – so precious that it must be rationed.”

“Yeah,” I said dryly. “Hobbyhorses.”

“What?”

“Hobbyhorses,” I repeated.
“Did you know that it is now almost two generations
since hobbyhorses have been sold in toy stores in either Russia or the United States?”

“I’m afraid I don’t understand,” he said doubtfully.

“I’m not sure why hobbyhorses withered away in the Soviet,” I said,
“but the ban was started here by the playschool consultants,
who were influenced by the social engineers
long before the latter came into power.
They put the finger on hobbyhorses
on the grounds that they did not develop the group spirit.”

He nodded thoughtfully.
“Of course.
But you realize that it meant different things in the two countries.
Here the group spirit was used to build fascism
while in Russia and the Soviet Countries it was used to build a people’s world.

____________________

This is a fight to the finish between mass man and individual man.
It was a pretty even match until the advent of controlled mass communications.
Then the giant electronic brains completely tipped the scales…
there is no difference between our social engineers and those in Russia.
Both are out to turn the world into one of mass men –
everyone conforming in every single way.
And they’ve damn near succeeded.

____________________

____________________

References

Chicagoboyz

…at Chicagoboyz.net

The Brothers Karamazov

…at Project Gutenberg

“The Grand Inquisitor” (translated by H.P. Blavatsky)

…at OnLine Literature

Kendell Foster Crossen

…at Internet Speculative Fiction Database

…at The Encyclopedia of Science Fiction

… at Fantastic Fiction

…at Wikipedia

…at Project Gutenberg (“The Gnome’s Gneiss”, and, “The Ambassadors From Venus”)

Evgeniy Ivanovich Zamyatin

…at Internet Speculative Fiction Database

Official Edgar Rice Burrough’s Tribute and Weekly Webzine Site

…at erbzine.com

The Age of Advertising: The Voice of the Operator: New York Telephone Company – Another Big Day for Long Distance!

An advertisement for the New York Telephone Company, appearing in The New York Times in the latter part of the Second World War.  

Of note: The early style rotary phone.

Of note: Manufacturing. That is, physical manufacturing! “And when the factories that make switchboards – now busy producing war communications equipment – resume peacetime production, it will take time to manufacture the quality needed, and still more time to fit the new switchboards to existing central offices.”

Of note: The reference to the Red Cross, consistent with the tenor of the (war) times.

Of note: Could Mr. New York Telephone be a distant cousin of Reddy Kilowatt? (!)

TODAY

Another Big Day for Long Distance

THEY’RE all big days for Long Distance these days.  Our job is to take them in stride and get your calls through without waiting.

Most of the time it works out that way, but sometime there’s an extra big crowd on some circuits.

Then Long Distance will say – “Please limit your call to 5 minutes.”

NEW YORK TELEPHONE COMPANY

To Girls and Young Women in the New York City area: The telephone company offers opportunities to help put the calls through – as operators and clerks.  Call or Dial “Operator” and ask for “Enterprise Ten Thousand”.  No change.  

The Age of Advertising: The Voice of the Operator: New York Telephone Company – Long-Distance Calling!

This WW II-era advertisement from New York Telephone is a reminder of the enormous changes in the nature, quality, and ease electronic communication compared with prior decades. What was formerly limited – in time and distance – is now near-ubiquitous; near-instantaneous.

Like the other New York Telephone ad displayed at this blog, the “center” of this advertisement features a telephone operator wearing a headset and microphone.

The text (presented below) is accompanied by sketches of a soldier, a businessman or professional in a managerial position, a younger businessman or factory manager, a clergyman, and, the national capital.

Of particular interest in the ad are the rotary (!) telephone and stopwatch. The message: “Time is limited.”

When the long-distance lines are extra-busy, the operator must say:

PLEASE LIMIT YOUR CALL TO 5 MINUTES, OTHERS ARE WAITING.

Imagine the number of long distance calls required to train and equip a division of troops, then move the men to their embarkation point.

Think of the many more calls necessary for war production and supplying our armed forces overseas.

It’s easy to see why these calls will often overcrowd the long distance lines. Yet we all want every such call to go through quickly.

You can help by making your long distance call as brief as possible when the traffic is heavy. Sometimes, when there is an extra rush of calls, the operator may ask you to limit your call to five minutes.

We know you’ll be glad to cooperate in this mutual effort to speed vital war messages.

NEW YORK TELEPHONE COMPANY

 

The Age of Advertising: The Voice of the Operator: New York Telephone Company – 1945

New York Telephone, circa 1945: Putting a human face and a human voice in communications. (Hey, it’s better than voicemail.)  

SHE STILL HAS “THE VOICE WITH A SMILE”

     War traffic keeps her busier than ever but she manages to keep calm and pleasant.

     She still has “The Voice With A Smile” even when the lights are thick on the Long Distance switchboard and the circuits are crowded.  Even when she has to ask you to –

     “Please limit your call to 5 minutes.  Others are waiting.”

     That’s to help everybody get better service and you couldn’t ask for a better reason than that.

NEW YORK TELEPHONE COMPANY

The Age of Advertising: General Electric and Plastics – July 10, 1945

From July 10, 1945, here’s an advertisement by General Electric promoting and introducing “PLASTICS”.

The advertisement, divided into six sections – each with an emblematic illustration – describes the use of plastic in three contexts:  Military: The M-51 fuse; The home: kitchen utensils; Industry and machinery: gears; The military once again: the triple-cluster aerial bazooka as used by USAAF P-47s and P-51s, and, binoculars.  The ad then concludes with a section about the design and development of plastic. 

Though the first genuinely synthetic polymer had existed for some time (Bakelite, created by Leo Bakeland in 1907), only by the 40s and 50s did mass production of plastic actually commence.

The war was winding down, victory was obvious, and GE was thinking of the future.

______________________________

______________________________

General Electric answers your questions about

PLASTICS

26,000,000 fuses.  At the tip of this trench mortar is the M-51 fuse – most difficult mass production job ever done in plastics.  Sixty-seven different operations check its perfection.  Design was completed and mold started by G.E. the day before Pearl Harbor.  Why was General Electric picked for this job?

You’ll find the right answer in your own kitchen.  The handle on your coffee maker, the case on the kitchen clock, the light switch on the wall – chances are these are G-E plastics.  For General Electric has molded more plastic products than anybody else.  And some you’d never guess.  For example…

Cloth that wears like steel.  Steel against steel is noisy.  Wears fast.  Imagine, then, a gear made of cloth – packed in layers, impregnated with resin, pressed under heat.  Oddly enough, G-E engineers who discovered this found that for certain uses such gears were not only quieter, but actually outwore steel.

Would plastic bazookas blow up?  The first hundred plastics tried failed.  Then G.E. laminated a rare paper with a special resin.  The plastic tube stood the shock of repeated firings, was non-inflammable.  Now many planes carry these rocket launchers.  G.E.’s 1400 presses turn out everything from electronic equipment housings to submarine parts.

Salt-water-proof binoculars are new.  And won’t mildew in the tropics.  General Electric worked these out with the U.S. Naval Observatory and specialists in optics.  Plastics were combined with metal, and, to make shrinkage the same, a new metal alloy was developed.  The lenses are universal focus, specially treated for night vision.

How do plastics get born?  Designers say what shape, how heavy or light, soft or hard.  Engineers design special machinery.  Chemists then invent the plastic to fit the need.  Finally, a factory can go to work.  In war or peace, General Electric research and engineering count in plastics, too.  General Electric Company, Schenectady, New York.

Hear the G-E radio programs:  The G-E All-girl Orchestra, Sunday 10 p.m. EWT, NBC – The World News, Monday through Friday 6:45 p.m. EWT, CBS – the G-E House Party, Monday through Friday, 4 p.m. EWT, CBS.

FOR VICTORY – BUY AND HOLD WAR BONDS

Here’s One Little Reference

Thompson, Richard C., Swan, Shanna H., Moore, Charles J., and vom Saal, Frederick S., Our Plastic AgePhilosophical Transactions of the Royal Society of London, B, V 364, July 27, 2009. 

The Age of Advertising: General Electric and Television – March 14, 1945

On March 14, 1945, a few months prior to their advertisement promoting “Plastic” in military and civilian contexts, GE ran an advertisement – featuring a 6-panel design – presenting and explaining the economic, technical, and cultural aspects of “Television” for the postwar world.

In light of the world of 2022, there’s something almost quaint about the the content of and mindset behind this advertisement, exemplified by the description of the kind of programming that was expected to be available: studio stage shows; movies; sports events; news.  This was a natural reflection of the entertainment and informational “material” then available to the public, much already extant on radio.

Understandably, the ad’s writers could not have foreseen the technological, cultural, and economic changes that – acting in synergy – would sweep the world in the ensuing decades, and continue to do so now.  In their lack of knowledge about the future of entertainment, perhaps the copy-writers were fortunate.

An example, perhaps, of the way that the manifestation and anticipated use of any new technology, is – at the time of the introduction of that technology – seen in the immediate intellectual context of that time itself. 

______________________________

______________________________

General Electric answers your questions about

TELEVISION

Q. What will sets cost after the war?

A. It is expected that set prices will begin around $200, unless there are unforeseen changes in manufacturing costs.  Higher priced models will also receive regular radio programs, and in addition FM and international shortwave programs.  Perhaps larger and more expensive sets will include built-in phonographs with automatic record changers.

Q. How big will television pictures be?

A. Even small television sets will probably have screen about 8 by 10 inches.  (That’s as big as the finest of pre-war sets.)  In more expensive television sets, screens will be as large as 18 by 24 inches.  Some sets may project pictures on the wall like home movies.  Naturally, pictures will be even clearer than those produced by pre-war sets.

Q. What kind of shows will we see?

A. All kinds.  For example:  (1) Studio stage shows – dancers, vaudeville, plays, opera, musicians, famous people.  (2) Movies – any moving picture can be broadcast to you by television.  (3) On-the-spot pick-up of sports events, parades, news happenings.  G.E. has already produced over 900 television shows over its station, WRGB, in Schenectady [currently Channel 6].

Q. Where can television be seen now?

A. Nine television stations are operating today – in Chicago, Los Angeles, New York, Philadelphia, and Schenectady.  Twenty-two million people – about one-fifth of all who enjoy electric service – live in areas served by these stations.  Applications for more than 80 new television stations have been filed with the Federal Communications Commission.

Q. Will there be television networks?

A. Because television waveschannelchannel are practically limited by the horizon, networks will be accomplished by relay stations connecting large cities.  General Electric set up the first network five years ago, and has developed new tubes that make relaying practical.  G-E station WRGB, since 1939, has been a laboratory for engineering and programming.

Q. What is G.E.’s part in television?

A. Back in 1923, a General Electric engineer, Dr. E.F.W. Alexanderson [Ernst Frederick Werner Alexanderson], gave the first public demonstration.  Before the war, G.E. was manufacturing both television transmitters and home receivers.  It will again build both after Victory.  Should you visit Schenectady, you are invited to WRGB’s studio to see a television show put on the air.

TELEVISION, another example of G-E research

Developments by General Electric scientists and engineers, working for our armed forces on land and sea and in the air, are helping to bring Victory sooner.  Their work in such new fields as electronics, of which television is an example, will help to bring you new products and services in peacetime years to follow.  General Electric Company, Schenectady, N.Y.

FOR VICTORY BUY AND HOLD WAR BONDS20

Hear the General Electric radio program:  “The G-E All-girl Orchestra,” Sunday 10 p.m. EWT, NBC – “The World Today” news, every weekday 6:45 p.m. EWT, CBS.

 

The Age of Advertising: General Electric Television Network

A sign of the times; a herald of the times, in the Times

An advertisement by General Electric from early 1945, promoting GE’s television network, through station WRGB in Schenectady (currently Channel 6), New York.  Relying far more on explanation than illustration (that illustration being a simple map), the ad connotes pride in General Electric Television’s recent past, describes the then current scope – in terms of geography and content – of GE’s network, and includes a hint about a future where, “millions of families throughout American can look forward to television in their homes after the war.”  (They had no idea…)

In the context of today – 2022 – where accessing information can be done near instantaneously, an intriguing highlight of the ad is mention of a broadcast of the 1944 Democratic and Republican National Conventions, “derived from films flown to New York.” 

The ad thus implies – without needed to explain the steps involved – the use of photographic (motion picture) film to record these events, and, the use of aircraft to transport said film to New York for development, after which images would be broadcast to GE’s audience. 

Technology not only collapses space, it collapses time. 

(And, it collapses cognition as, well…)

The text of the ad follows…

____________________

TELEVISION NETWORK

five years old today

JUST FIVE YEARS AGO TODAY – January 12, 1940 – General Electric Television station WRGB, in Schenectady, added relayed programs to the service it rendered to several hundred families in upstate New York.  In addition to programs originating in its own studio, NBC programs sent out from WNBT, in New York City, were picked up by G.E.’s relay station in the Helderberg Mountains and broadcast to WRGB’s audience.

This was America’s first television network – the first time that two television stations broadcast simultaneously the same regular programs.

Television set owners in Schenectady, Albany, and Troy have shared a lot of G-E television “firsts”.  This pioneer television audience has been a fireside laboratory.  Besides serving as “guinea pig” for relayed programs, it has expressed opinions on more than 900 different television shows originating at WRGB.  Experience thus accumulated on television programming will help to improve the television entertainment of tomorrow.

This television relay, five years old today, was developed by General Electric scientists and engineers as an answer to one of television’s greatest problems – long-distance transmission.  It has been proved by five years of actual use.  It is one more reason why millions of families throughout American can look forward to television in their homes after the war.

A FEW HIGHLIGHTS OF FIVE YEARS OF TELEVISION RELAYING

Here are a few of the many programs, originating at WNBT in New York, which the G-E relay has brought to homes in Schenectady, Albany and Troy areas.

1940– January 12.  First program ever transmitted over relay was the play – “Meet the Wife”.

Easter services and Fifth Avenue Easter parade.

Opening baseball game.  Dodgers vs. Giants.

1941 – Boxing matches from Jamaica, Long Island, Arena.

Golden Jubilee Basketball Tournament from Madison Square Garden.

1942 – A series of instruction programs demonstrating Air Raid Protection methods for Air Raid Wardens.

1943 – World’s Championship Rodeo from Madison Square Garden.

1944 – Finals of Daily News Golden Gloves Boxing Tournament.
Democratic and Republican National Conventions in Chicago, from films flown to New York.

Hear the G-E radio programs: The G-E All-girl Orchestra, Sunday 10 p.m. EWT, NBC – The World Today news, Monday through Friday 6:45 p.m. EWT, CBS – The G-E House Party, Monday through Friday 4:00 p.m. EWT, CBS.

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